The Effect of Influencer Marketing on Purchase Intention: Online Buying Behavior in Morocco

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dc.authoridOuissal Ouchen / 0009-0000-5863-6923
dc.authoridMerve Kadriye Yurdabak / 0000-0003-2149-5359
dc.contributor.authorOuchen, Ouissal
dc.contributor.authorYurdabak, Merve Kadriye
dc.date.accessioned2025-04-18T09:02:58Z
dc.date.available2025-04-18T09:02:58Z
dc.date.issued31 Aralık 2024
dc.departmentİstinye Üniversitesi, Lisansüstü Eğitim Enstitüsü, Sosyal Bilimler, Yönetim Bilişim Sistemleri Programı
dc.description.abstractThis article explores the impact of influencer marketing on the online buying behavior of Moroccan consumers, through four key hypotheses related to online buying behavior and its drivers. This study claims that the credibility, similarity, familiarity, and authenticity of influencers jointly impact the online buying behavior of Moroccan customers. A questionnaire involving 300 Moroccan participants was conducted. After that, a thorough interpretation was conducted on the obtained answers. The findings show strong evidence of the influence that influencer factors such as familiarity, similarity, authenticity, and credibility have on Moroccan online buying behavior, validating all the assumptions. In summary, this study underscores the critical function of influencer marketing in shaping Moroccan consumers’ online buying behavior. The findings hold practical relevance for marketers seeking to influence Moroccan consumer online buying behavior and can help them improve their influencer marketing strategies in the Moroccan market.
dc.identifier.citationOuchen, O., & Yurdabak, M. K. (2024). The Effect of Influencer Marketing on Purchase Intention: Online Buying Behavior in Morocco. Turkish Journal of Marketing Research, 3(2), 81-94.
dc.identifier.endpage94
dc.identifier.issue2
dc.identifier.startpage81
dc.identifier.urihttps://dergipark.org.tr/tr/pub/tujomr/issue/89670/1610683#article-authors-list
dc.identifier.urihttps://hdl.handle.net/20.500.12713/6672
dc.identifier.volume3
dc.institutionauthorYurdabak, Merve Kadriye
dc.institutionauthoridMerve Kadriye Yurdabak / 0000-0003-2149-5359
dc.language.isoen
dc.publisherBeta İlim Derneği
dc.relation.ispartofTurkish Journal of Marketing Research
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.subjectInfluencer Marketing
dc.subjectOnline Buying Behavior
dc.subjectCustomer Behavior
dc.subjectDigital Marketing
dc.titleThe Effect of Influencer Marketing on Purchase Intention: Online Buying Behavior in Morocco
dc.title.alternativeInfluencer Pazarlamanın Satın Alma Yönelimine Etkisi: Fas’ta Çevrimiçi Satın Alma Davranışı
dc.typeArticle

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